S.W.O.T.

Analysis
Making sure you see the big
picture
Sport Marketing
Dr. Sutton
Fall 2005
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S.W.O.T Analysis
A S.W.O.T Analysis identifies and

analyzes the strengths, weaknesses,

opportunities and threats an
organization faces in the near and
short/long term depending upon
organizational goals and objectives
Each of these elements can have
internal and external aspects
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S.W.O.T Analysis - Strengths

Strengths can be defined to include

in past/historical accomplishments
history and tradition and so forth
Strengths also refer to the present
conditions that define an
advantageous market position or a
current situational condition
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S.W.O.T Analysis Weaknesses

Like strengths, weaknesses can refer
to past difficulties that have
contributed to the current situation
as well conditions derived from the
current marketing climate
Weaknesses may be factual or
fictional in any case Perception is
Reality for the marketer

S.W.O.T Analysis Opportunities

Opportunities are defined as

possibilities that have not become

realities at the current time while
they are primarily future focused
they can occur in the present or in
the short term

S.W.O.T Analysis - Threats

Similar to Opportunities, Threats can be

defined as potential problems. A threat,

like an opportunity can exist in the
present if that particular situation has not
directly impacted the marketing
conditions. In fact, it is common for
threats to be current market conditions
outside the geographic scope of a
particular organization.
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S.W.O.T Analysis
Let us examine the WNBA in terms of
the SWOT Analysis Outline we have
presented

WNBA S.W.O.T Analysis

Strengths

NBA Brand and Association

NBA Corporate Partners
Experienced sales and sponsorship staf
Television contract
Most successful womens professional
team sport
Huge participant base
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WNBA S.W.O.T Analysis

Weaknesses
5 teams have folded in the past 2 seasons
Perceived to be an inferior product in terms of
skill levels
ESPN no highlights
Not embraced internally by business staf
Salary levels not growing losing players to
international opportunities
Male support lacking on several key levels
Lack of profit making history
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WNBA S.W.O.T Analysis

Opportunities
Olympics as tool to promote awareness
and create a marketing window during
the Olympics
International expansion
DT --The next MJ?
Investors purchasing and running teams
independent of but in an alliance with
the NBA Connecticut, Chicago
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WNBA S.W.O.T Analysis

Threats
The Olympics altering the season
Lack of viable markets for
expansion/relocation
NBA ownership could pull the plug
Sponsors may not be interested in
supporting the WNBA thru their NBA
agreements
Continued flat/decreasing attendance
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YOUR TURN..
Give some thought about this prior to
coming to class what are the
strengths, weaknesses, opportunities
and threats for the DeVos Sport
Business Program?

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